Knowledge, perceived potential and trust as determinants of low- and high-impact pro-environmental behaviours
Viktoria Cologna, Anne Berthold, Michael Siegrist
Abstract
Changes in household consumption patterns to low-carbon alternatives are needed to decrease global greenhouse gas emissions. Accurate perceptions about the mitigation potential of different behaviours can help consumers to reduce their emissions. With a sample of N = 547 Swiss participants, we analysed to what extent participants correctly judged the mitigation potential of different behaviours. We found that the mitigation potential of certain behaviours, such as switching to a sustainable diet, was underestimated, while the mitigation potential of other behaviours, such as installing efficient light bulbs, was overestimated. Participants correctly judged reducing car use and avoiding a transatlantic flight to have a strong mitigation potential. By differentiating between low- and high-impact behaviours, we found that higher levels of objective knowledge positively predicted intentions to engage in high-impact mitigation behaviours and negatively predicted intentions to engage in low-impact mitigation behaviours, while higher perceived potential, higher levels of trust in climate scientists and less perceived effort predicted the willingness to engage in both low- and high-impact mitigation behaviours. We conclude with recommendations on how the uptake of high-impact behaviours can be fostered.